Finding Strengths in Our Weaknesses
(… and Vice Versa)
A wise friend of mine once said, “Our best traits are right next to our worst traits.” Every passing day I realize how true that is. Like the two ends of a magnet, each aspect of our personality can have either positive or negative effects on our own lives and those whose lives we touch. We will attract or repel opportunities and relationships depending upon how we apply our character traits. Understanding how to “flip the magnet” to maximize the positive aspects can make a crucial difference in the level of success we create in our personal and professional lives.
For those who have been following my article series on Personal Branding, I’ll address how you might use this concept in that context first. The core of your personal brand is the combination of constant traits you present in your life. Perhaps you are creative, or dependable, or practical, but what if you are known for being hot-tempered as well? That isn’t exactly part of your sales pitch. The key is to look at what positive trait lies within that. Perhaps another way to look at it is that you are passionate about what you believe in. This can be a very positive trait when applied to a worthy endeavor, and have very natural applications in personal and professional arenas such as politics, fund-raising, and public speaking.
In order to create and maintain the positive perspective on traits like this, however, it is imperative that we constantly strive to make good choices in our actions. Being aware of both the potential negative and positive aspects of our strong traits can help us to make conscious choices for our behavior.
This leads to another application for this concept, and that is Mercy and Forgiveness. If we truly view most traits as having both positive and negative potential, it allows us to see the positive potential in the actions of others that we do not agree with. Perhaps someone you know seems arrogant or boastful. More than likely, their boastfulness comes from a need to be validated due to insecurity. Having empathy and giving them the accolades they desire might be just what they need to overcome their underlying insecurity. There are always two sides to a situation.
Another application is to foster our own Humility. Sometimes it is hard to see our own faults. Again if we use this principle, we can probably find our faults not far from our talents. Let’s say you are a masterful organizer. Everything has a place and everything is in its place. On the flip-side, you might be a bit compulsive or controlling to those you live with. As in the earlier example, being aware of the potential for this counter-response to your talent for organization is half the solution. The application of compassion and cooperation is the other half.
And finally, truly embracing this concept can encourage those around you to perform to their own positive potential. When you look for and notice the potential within a currently challenging trait, you open up new perspectives of acceptance and accomplishment. As a manager you can empower employees. As a parent you can foster self-esteem and confidence. As a fellow human being you can promote peace.
With all of these applications, can you afford not to try to see both sides?
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What is Personal Branding?
Mercedes, McDonalds, Wal-Mart. Like them or not, you probably have an idea of what these companies stand for and what you will get from them. For example, I probably wouldn’t go to Wal-Mart to shop for a suit to wear to my next professional speaking engagement. I would, however, readily head off to Wal-Mart for back-to-school shopping for my elementary-school-age children, and homeware supplies. Upon my arrival I would fully expect to be warmly greeted by a smiling face at the door and to find an ample supply of family necessities at a fair and reasonable price. This is their brand impression.
What is a brand impression? It is the overall impression that a person has of the traits and proficiencies of a company or individual. Corporate brand impression is generally created through advertising, marketing and customer/ user/ personal experience. My interpretation of Wal-Mart was bred from the millions of dollars Wal-Mart spends in marketing and advertising to communicate who they are and what they do in the market place. Depending upon how successful they are in defining and communicating this, you may or may not have the same brand impression.
So what does this have to do with your dating success, career transition and personal sense of fulfillment? Everything.
Just like corporations hope to attract the appropriate customers through brand strategy and marketing, individuals hope to attract the appropriate personal and professional relationships and opportunities through their own style, knowledge, talents, and general impression on others.
This is your Personal Brand. Whether you realize it or not, you have one. The question is, “Is it working for you?” Are you meeting the relationship partners that support who you are and where you want to go in your life? Does the your best “you” come out within your existing relationships? Does the “real” you come out in your relationships? Do you feel valuable? If you can’t answer yes to these questions, it is likely you are not presenting your authentic brand, but rather the persona you feel you “should” or “need” to present.
This often happens when we define what we want before we clarify who we are. This would be like Wal-Mart saying we want to make more money, let’s attract wealthier customers and advertise solely in Beverly Hills and similar communities. This would not likely produce their desired results. A more productive approach would be for Wal-Mart to define a list of what they do best as a company and their core descriptive traits. Then determine who would be most interested in these values and abilities. From there they could market to the audience most interested in what they have to offer.
The same goes for individuals. We must start with ourselves and look deep into what we do best and our core descriptive traits. Owning our individuality and uniqueness is vital to this process. As we embrace the parts of ourselves that differentiate us from the norm, we will naturally attract people and opportunities that desire this uniqueness. Conformity is the root of mediocrity in a brand.
It takes a brave spirit to dare to be different. You must be willing to stand out. In dong so, however, you can be found. In today’s world of global communication, the barriers of location have evaporated and we must find ways to be heard above the vast sea of voices speaking at the same time. We need to find our own ways to stand out and be recognized for the gifts we have to offer. Standing out does not imply that we should all be loud and over bearing, but simply bravely authentic. Be yourself and those who appreciate your authentic traits will gravitate towards you.
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How Different Do You Want To Be?
Defining your brand as markedly unique or as a supportive part of a larger brand image.
This question has been debated for years in corporate and product marketing circles. Should a product or business segment have its own unique and independent brand, or should it be a subset extension of the larger corporate or market segment brand? To veteran marketers the former is called the P&G model, referring to Proctor & Gamble’s long standing policy of uniquely individual product brands. The latter is demonstrated in many business models and often referred to as “integrated branding”. Both have their pros and cons, and for the individual developing their personal brand, both models should be considered.
The P&G model consists of a broad corporate theme, with independently driven brands under the parent company. In fact, their products are so diverse that the average consumer has no idea that they are owned by the parent company. Their products include: Aussie® hair care, Tide®, Cheer®, Tampax®, Iams® pet products, Eukanuba® pet products, Crest®, Cover Girl®, Downy®, Dreft, ® Charmin®, Folgers®, Gain®, Gleem®, Herbal Essences®, and many many more. For a complete list you can check out their brand lines at http://www.pg.com/products/pg_products.jhtml. These products all have their own identity, color palettes, slogans, and individual marketing campaigns. The one thing they do have in common is a general market audience. In fact, the products are often competing products. There are several different laundry detergents, feminine products, hair care lines, and pet products.
Why would they spend so much time and effort marketing different products to the same audience??? The answer is to capture more of that audience as a whole. It costs them very little to modify a product slightly, or to modify the marketing of similar products slightly, and to see which performs better. It also means that they give the audience choices without losing any of that audience to a competitor.
Can you see places in your business or your career where this might apply to your own marketing strategy? Can you modify your product line slightly to gain more of your market segment? Can you offer choices to your market without diluting your individual offerings? Can you define the overall needs of your target audience and create offerings to meet those needs?
Now, what about the drawbacks to this form of marketing strategy? Proctor & Gamble is a multi-billion dollar industry that leverages their efforts on an economy of scale. For the smaller or independent professional, this is often simply not a viable option. The energy and resources required to drive one brand are significant. When you start to develop more than one, the financial and physical resources multiply quickly. Proctor & Gamble has the resources to support all of their brands successfully. If you do not, you need to consider consolidation. It is better to develop a strong solid brand foundation than to create multiple weak sub-branded products or services.
Creating a larger brand image for yourself is often simpler, and more powerful for the independent professional. Consider Nike. From shoes and clothing, to athletic equipment, their overall brand is consistent. Their brand message has not changed in years: “Just Do It.” And the strength of their image allows them to readily introduce new products into the market with an immediate market response and expectation of brand alignment.
This model is much simpler to manage and contains consistent reinforcement to the target market. Nike’s signature “swoosh” is a quickly identifiable symbol, and all products donning the swoosh are instantly recognized as part of the Nike line.
This same concept can apply to individuals developing their own brand within a corporation or an industry. Think about the benefits you have in aligning yourself with the existing brand of your parent company or industry. Are you a member of professional organizations? By depicting the member logo on your business card or website, you instantly gain the brand credibility of the organization. Be careful, however; this works in reverse as well. If the organization gets bad press, you can be affected by it too.
Inversely, can you strengthen you own market position by diversifying from the norm of a parent company or market brand. You can significantly create a name for yourself by setting yourself apart from the rest in your market. You can be the fitness expert, that understands the value of occasional junk food, the financial advisor who is unafraid to share the stories of personal financial failure in the past, or any other unusual segmentation that sets you apart from the rest.
There are pros and cons to embracing a larger unified brand, and pros and cons to developing individual brand elements. The key to success is accurately evaluating what you can handle, how much it will take to do it well, and the net result desired within your market audience. If you allow yourself the strategic time to project your options, the correct path will become clear. The trick is that many individuals and many businesses do not take the time to consider these paths fully. Research your competition, research your buying audience, and future map your vision for your business. It will be the best investment you can make in your brand strategy.
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Set Yourself A.P.A.R.T. from the Crowd
When trying to grow your business and establish a brand for yourself, it is key to find a way to differentiate yourself from your competition. To be noticed and recognized your audience must see you as unique in some definable way. Promotions, awards, opportunities, clients, and professional or romantic relationships all hinge on our ability to be noticed by the audience we seek. But what is it that truly sets us apart in a positive light?
Some people look to their clothing or fashion to create a memorable impression. Think of Pee-Wee Herman with his signature high-water pants and suspenders with greased back hair or Cher with her daring extremes in costume. Other people look to rebellious activities to gain notoriety, such as Howard Stern. While this might work for him, it is not what most of us want to be remembered for, nor will it attract the audience we want?
So how can you set yourself apart from the masses and gain the results you desire?
Follow the acronym: A.P.A.R.T.
(A) Actions
Everything you do, every day, has an impact on your life and on the impression those around you have of you. Consider all that you do. How do you respond to your boss or your clients? How do you treat those who help you in your daily activities? How much effort do you put into your work or your sport? Everything counts.
(P) Publications (verbal and written)
Everything you say and everything you write is a part of your personal publications. In all that you say and write you communicate to the world your values, ideas, experience and intelligence. In today’s world the opportunities for broadcast communication are endless: FaceBook, LinkedIn, Twitter, Blogs, Email Newsletters, YouTube, etc. Be mindful of these double-edged swords. With so many avenues to share your thoughts and ideas, it has become increasingly important to think carefully about what you put out into the digital universe. Any and all media can be searched by potential clients, employers, peers and competition – making it vital to consider exactly what image you want to communicate to the world.
(A) Associations
Whom do you associate with? What is the reputation of the company you work for? What are the reputations of the people you socialize with? What professional groups do you belong to? Are these associations in alignment with your personal and professional aspirations?
Again, in the digital world, these associations are more visible than ever. Seek out those that share your interests, ideals, values, area of expertise and use today’s online tools to build relationships that nurture your personal brand.
(R) Results
Results speak louder than words. I can think of numerous soft-spoken leaders whose career histories speak for themselves. Achievements say a lot to your audience about your abilities. Awards, promotions, and successes in any area lead to increased recognition. Don’t be afraid to go for it! And when you get it, don’t be shy about sharing the good news!
(T) Timing
Sometimes it is not what you do, but when you do it. There have been many men to travel into space at this point in history, but we will never forget who was first. Being a forerunner in history is incredibly powerful. Set yourself a goal that sets you apart in this manner. You might become the first woman in your company to become a VP. You might be the first to suggest a new idea. Find a goal that motivates you to be your best and a trend-setter.
Of course there are always those who don’t want to stand above the rest. Some people prefer to hide in the crowd and seek anonymity. But the rewards in life are not for those who hide. They are for those who dare to dream and put their efforts toward achieving their dreams. The rewards in life are for those who set themselves A.P.A.R.T.
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